IFA boss Leif Lindner: The trade fair should help the industry out of its sales slump

Berlin. After a difficult first half of the year for manufacturers of household electronics, the IFA technology trade fair wants to give the industry new impetus. The IFA's task is to focus on the industry in this difficult environment and to increase people's motivation to spend money on electronic products, said IFA boss Leif Lindner to the German Press Agency.

The industry is under pressure, not least due to the tense global situation. In the first half of the year, sales of so-called technical consumer goods in Germany amounted to 20.6 billion euros - 2.5 percent less than in the same period last year. “Consumer sentiment remains at a low level due to the global situation and the associated tendency to save and general uncertainty among consumers,” said Carine Chardon, Managing Director of the industry organization GFU Consumer & Home Electronics, recently.

Lindner emphasized that the propensity to save in Germany is extremely high. “You’re more likely to protect yourself here and keep your money together.” In addition, the slowdown in new residential construction is a problem, particularly for the household appliances industry. “When one person moves, statistically it has an impact on six other households,” said Lindner. Less new construction will quickly become a “massive problem”.

The IFA has been around for more than 100 years, but it has recently changed significantly under Lindner. A lot of dust has been scraped off, brighter colors characterize the design. The three letters no longer stand for International Radio Exhibition, but for the somewhat general slogan Innovation for All.

The organizers also usually speak of an event, not an exhibition or trade fair. Many formats for getting involved and trying out technology are offered, including the Beauty & Wellbeing section being expanded for this year's edition.

“Abroad, trade fairs like the IFA are usually seen as shows, and sometimes as festivals,” said Lindner. Entertainment in addition to the classic trade fair business is important, as is the orientation towards a younger audience.

At the IFA there are now also many offers for and with internet stars who can shoot video clips or record podcasts during the exhibition. The Berlin rapper Ikkimel and Luciano will be performing in the IFA Summer Garden, and young people in particular are likely to have bought tickets here too.

The realignment is already having an effect, says Lindner. A few years ago, the average age of visitors was just over 50, and more than 90 percent of all visitors were male. Every second consumer who visits the IFA is now under 35, and the proportion of women is more than 25 percent.

This year, visitors can look at products from almost 2,000 exhibitors. There could have been more, said Lindner, but it's not just about increasing the number, but about having a high quality of exhibitors who have added value for companies and trade visitors. Because the IFA is an extremely important business platform for both sides. The IFA opens to private visitors from Friday through Tuesday, September 8th.

The IFA will remain in Berlin at least until 2034; a corresponding contract with Messe Berlin was signed last year. The capital is absolutely the right location, said Lindner, who grew up in Neukölln himself.

“What I would like to see is a little more support from the city,” said the manager. The IFA generates 380 million euros in sales in Berlin every year, for example in hotels, restaurants, shops and taxis. “If you bring in more than three billion euros in ten years, I would hope that the IFA would be valued differently,” said Lindner. As examples, he cited IFA advertising at the Brandenburg Gate or the renaming of a subway station to “IFA Station” during the trade fair.